OBJECTIVE

First Class Chicago is a premier vacation rental company offering luxury accommodations in the heart of Chicago. 

Build a digital ad campaign and email plan targeting new and existing customers for First Class Chicago. Increase midweek and winter bookings during off-peak months (January to March) by offering compelling incentives and showcasing the value of the vacation rental experience.


CONTEXT

First Class Chicago struggles with low occupancy during weekdays and winter months. My goal: stabilize revenue in off-peak times by attracting a mix of customers—married couples, single men, and women across various age groups—to ensure consistent occupancy year-round.



STRATEGY

A multi-phase digital marketing campaign was developed, strategically designed to engage and convert niche targeted audiences through a sequence of compelling offers and promotions:


Capturing Leads and Building Traffic
Approach: Launch a traffic and conversion campaign offering a FREE vacation planner guide with dining and shopping coupons for the upcoming Chicago season.
Target Audience: Focus on retired families, empty nesters, and the existing client list.
Impact: Build a new lead list and engage the existing audience, setting up future conversions.

 Showcasing Value to Engage Prospects
Approach: Shift to a reminder/conversion campaign highlighting the property's unique features, including fully equipped units and nearby attractions.
Visual Elements: Use eye-catching photos of well-decorated units to emphasize the luxury and convenience of First Class Chicago.
Outcome: Keep the audience engaged and build anticipation for the final offer.

Converting with a Time-Limited Offer
Approach: Offer a time-sensitive 20% discount for bookings during off-peak months and weekdays.
Execution: Use data from previous phases to target potential customers with tailored ads.
Result: Drive prompt bookings and maximize occupancy during slow periods.

RESULT

Increased Engagement: Achieve a 15% increase in followers and email subscribers.
Boosted Bookings: Drive a 30% rise in online bookings and a 58% increase in winter bookings.
Enhanced Brand Presence: Improve customer feedback, boost brand loyalty, and secure more repeat bookings.
Overall Impact: Fill occupancy gaps in off-peak periods and strengthen First Class Chicago's market presence.

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